About this Service
I led the design of a mobile-friendly digital platform aimed at empowering Micro, Small, and Medium Enterprises (UMKM) to raise capital through Securities Crowdfunding (SCF)—a government-regulated alternative funding model that enables businesses to secure investments from the public. The goal was to bridge the gap between local entrepreneurs seeking funding and everyday investors looking for legitimate, high-impact investment opportunities.
From the outset, I focused on streamlining the end-to-end user experience for two primary user groups: UMKM business owners and retail investors. To do this, I conducted in-depth UX research, including stakeholder interviews, competitive analysis, and journey mapping to identify key pain points in the SCF process, such as user distrust, complex onboarding, and regulatory friction.
Based on these insights, I restructured the user flow to make critical actions—such as business registration, proposal submission, investor onboarding, and funding commitment—more intuitive and goal-oriented. I also prioritized information clarity and accessibility, ensuring that complex financial concepts were presented in a simple, digestible manner, especially for first-time users and non-financially literate segments.
I developed a clean, accessible UI design system, optimized for mobile, that balanced user-centered design with strict compliance to financial regulations (such as OJK rules and KYC requirements). This included the use of trust-enhancing design elements like verified issuer badges, investor protection info, and progress-based funding milestones to reinforce transparency.
Through low- to high-fidelity prototyping and usability testing, I validated key interaction patterns and continuously iterated based on user feedback. My design improvements contributed to higher user engagement, smoother investment flows, and improved conversion rates during platform trials. I worked closely with developers to ensure pixel-perfect implementation and collaborated cross-functionally with legal and financial advisors to ensure alignment with regulatory standards.
Ultimately, this project not only supported financial inclusion for underserved businesses but also promoted responsible, technology-driven investment behavior. The final product successfully balanced usability, accessibility, trust, and compliance, delivering a high-impact experience that aligned with both user needs and business goals.
